PLAY TO SAVE
larger-than-life gaming that turns saving into serious fun
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CREATIVE DIRECTOR
Role: Concept & storytelling · Experience & production oversight · Cross-platform ecosystem · Client presentations & buy-in · Creative team leadership
AREA: EXPERIENTIAL . DIGITAL . FINANCIAL
CLIENT: OPENBANK/SANTANDER AGENCY: DENTSU
Challenge: Openbank, a leading digital bank in Europe, needed to introduce itself to the North American market—a space dominated by legacy institutions. Finance was seen as intimidating, impersonal, and transactional. The challenge: make saving money feel approachable, playful, and culturally relevant.
Idea: Play to Save: Transform banking into a game
We created an immersive, nostalgia-driven campaign that gamified savings, turning the brand’s
digital-first promise into a tangible, interactive experience.
Execution
Designed large-format digital games across major cities, projected onto building walls and screens.
Consumers used a life-sized joysticks, blending physical energy with a digital-first brand experience.
Extended reach through a nationwide mobile version, allowing audiences everywhere to join in, reinforcing Openbank’s accessible positioning.
Campaign identity spanned OOH, social, and influencer content, creating a seamless 360 ecosystem.
Results
• Delivered a 42% engagement lift during the launch period.
• Onboarded 35K+ new customers in North America.
• Positioned Openbank as a bold challenger brand redefining how consumers connect with finance.
